--- name: ghl-lead-magnet-funnel description: "End-to-end GHL funnel for free-download lead magnets with upsell paths. Covers the claim-your-free-asset pattern: free deliverable, email delivery, paid deployment or hosting upsell, recurring add-ons. Trigger when Rob asks to build a free site funnel, set up a lead magnet, claim your free X, or tripwire offer. Also load when designing a two-path funnel (free download vs hosted plan) with GHL workflows, order forms, and chatbot upsells." --- # GHL Lead Magnet Funnel Playbook ## When to use this skill Use for productized service funnels where the first offer is a free downloadable asset (site template, audit, checklist, etc.) and the monetization happens on the back end through deployment, hosting, or add-on subscriptions. **Critical prerequisite:** do NOT build the funnel until you've had five discovery conversations in the target trade and identified the real recurring pain. A free site demo is proof, not the product. See `local-business-prospecting` for the discovery script. **Not for:** Pure info products, one-time $1-$20 digital downloads with no upsell, or funnels without a GHL CRM backend. --- ## Core pattern (UPDATED 2026-08-14) **Old pattern (killed):** Free site download → $200 deploy upsell → $67/mo hosting → $67/mo chatbot add-on. **New pattern:** Free built spec site as proof → $197–297/mo complete plan (site + hosting + chatbot + lead notifications + edits) → automation stack applied to their actual pain. The "free" offer is now: "I built you a site to show you what this looks like applied to your business." Not a download. Not a zip. A live URL they can open on their phone. --- ## GHL funnel structure ### Funnel steps | Step | Type | Purpose | |------|------|---------| | 1 | Landing page | Two CTAs: free download vs hosted plan | | 2a | Contact form | Free path — captures lead, triggers file delivery workflow | | 2b | Order form | Paid path — $197–297/mo subscription, triggers deploy workflow | ### Landing page requirements - Two clear CTAs — never hide the free option behind a paywall - Trust elements — "No credit card required," "Cancel anytime" - No external dependencies — use inline CSS so it renders inside GHL's iframe - Mobile-first — 90%+ of local service business owners browse on phones ### Free path workflow Trigger: Tag added `free-site-download` 1. Wait 5 minutes for batch sends 2. Send email with link to the live spec site 3. Include soft upsell: "Not sure how to upload? I'll deploy for you — let's talk about what you actually need." 4. Wait 3 days — follow-up with one specific observation from their business 5. Wait 7 days — case study or social proof **Do NOT mention price in the free-path emails.** Let them see the site first. Price comes after they've said "this is good." ### Paid path workflow Trigger: Tag added `hosting-client` 1. Send internal notification to you with business name and details 2. Send email to client asking for domain or permission to search and buy 3. Wait 24 hours — send "Your site is live at [URL]" 4. Wait 14 days — upsell additional automation based on their stated pain --- ## Pricing model (UPDATED 2026-08-14) | | Price | What's in it | |---|---|---| | **Complete** (lead with this) | $197–297/mo | Site, hosting, chatbot, lead notifications, edits included — price set by proof level | | **Founding client** | Discounted rate | For the first live client who provides testimonial/case study. Gannon = $134/mo | | **Buyout** | $1,200 one-time | Files, you're done, no ongoing support | **No $67 hosting-only tier.** Removed 2026-08-14. The stripped-down option attracted price-sensitive, demand-poor clients who nitpick and cancel. Higher price filters for clients with existing demand who are too busy to micromanage. **Setup fee:** $197–297 one-time. This is your seriousness filter. It's not a barrier for someone who wants the work done; it's a barrier for tire-kickers. **Anchor psychology:** Lead with the complete price. If they flinch, that's a pricing conversation, not a downgrade path. The website is the proof, the automation is the product, the recurring fee is for lead delivery to their phone. **"Free" word:** abandoned. Local service owners are suspicious of free — they assume a catch. The "free site" offer is now positioned as "I built you a site to show you what this looks like applied to your business" — proof, not a giveaway. --- ## The "how do I upload this?" script (REMOVED 2026-08-14) The $200 flat deploy script is gone. Deployment is now handled as part of the onboarding for hosting clients, not a separate upsell. If a free-path prospect asks about upload/deploy, the answer is: "Let's talk about what you actually need — I can handle the whole thing for you." --- ## Domain purchase workflow Trigger: Client replies "I don't have a domain" 1. Search Namecheap/GoDaddy for available names 2. Send 2-3 options with prices 3. Client picks one 4. You purchase using their payment info OR add to first invoice 5. You point domain to hosting 6. Site goes live **Rule:** Never buy the domain before they confirm the name. Never mark up the registration cost. --- ## Chatbot upsell positioning (REMOVED 2026-08-14) The demo-chatbot upsell banner is gone. The chatbot is included in the complete plan, not an add-on. If a prospect asks about it after seeing the free site, the answer is: "It's included — that's the part that actually delivers the leads while you're busy." --- ## Asset templates This skill ships with two site templates: **`/root/.hermes/work/free-site-template/index.html`** — Single-page version for quick free-site download offers. Includes: - Mobile-first responsive design - Placeholder system ({{BUSINESS_NAME}}, {{PHONE}}, {{TOWN}}, etc.) - Embedded demo chatbot with keyword matching - Contact form with GHL webhook integration - Upgrade banner for $67/mo chatbot **`/root/.hermes/work/free-site-template/index.html`** — Full 4-page version for hosted clients and better demos. Includes: - Sticky navigation (Home / About / Services / Contact) - Home: hero, services grid, common problems, why-choose-us - About: company story, values grid - Services + Locations: detailed service list with service-area grid (SEO/AEO foundation) - Contact: full contact info + form with GHL webhook - Embedded demo chatbot on all pages - Mobile hamburger menu - Footer with page links **Why the 4-page version:** It's a better lead magnet — prospects see a real site, not a throwaway one-pager. The Services + Locations page also sets up the future "SEO & AEO Optimization" upsell naturally. Customize per business by swapping placeholders and editing CHATBOT_RESPONSES. --- ## Pitfalls | Pitfall | Fix | |---------|-----| | Client has no hosting and doesn't know what hosting is | Lead with $197–297/mo hosted plan, not the free download | | Client wants custom features on the free site | Free equals one page, mobile-first. Custom work is a new conversation | | Chatbot demo feels fake | Keep responses short, realistic, and business-specific. Don't overpromise AI capabilities | | Domain search takes too long | Pre-search 2-3 options before presenting. Don't make them wait | | Client asks for "a real website, not just one page" | Reframe: "This is a focused landing page that gets you found and gets calls. A full multi-page site is a separate project." | | You haven't identified the real pain before building | Stop. Go back to `local-business-prospecting` discovery script. Five conversations, no pitch, just listen. | --- ## Related skills - `local-business-prospecting` — Discovery, scraping, scoring, and the pivot from "website" to "automation applied to real pain" - `ghl-funnel-launch-playbook` — Core GHL funnel wiring, product creation, order form setup - `ghl-order-form-quirks` — Order form limitations and workarounds - `ghl-funnel-landing-pages` — Landing page design and build workflow